Why Metrics Are Killing Creativity in Advertising

“Thing is, you cannot truly quantify creativity. And in ever-increasing fashion, our clients’ (and our own) rote dependence on the dusty world of metrics is exactly why creativity is going to hell. When marketing decisions are based on numbers, we lose completely the desire to “waste” time being creative. And heaven forbid we ever again just go with our gut feelings. Of course, I’m in no way advocating the death of metrics, just a different approach with creativity as the vanguard” — Patrick Sarkissian, AdAge, March 4 2010